A senior-level executive asked me for suggestions the other day. For the past 15 years, he previously worked for a company that marketed software to publishers and cherished the challenge of helping to invent a brand new industry.
But since the market matured and his company had been acquired, and then was acquired once again, he realized that the heady times of constant innovation were over. Exactly where should he go to get that will same adrenaline rush and create a real impact?
The response was immediate: marketing technology platforms (aka martech).
This isn’ t to say that will publishers are no longer buying software. Just the opposite is true. But every component of the particular publisher ad tech stack, through quote to billing, is focused by clear market leaders — Salesforce, Google, Domo, Oracle — just to name a few, as is usual in mature markets. If you want to operate a field that’ s wide open in order to new players, the sell-side environment is bound to disappoint, because it’ h locked up.
Views expressed in this article are those of the visitor author and not necessarily Marketing Property. Staff authors are listed here .
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